Hispanic Marketing and Advertising

As one of Denver’s leaders in Hispanic advertising, Evolution works deep within the Hispanic community to craft effective marketing strategies. Our core philosophy is that wisdom is found in the grassroots, where members of the target audience live, work and play. We work within those communities, tap into that wisdom, and create brands, messages and creative assets that resonate across diverse groups. Evolution involves target audience members from the outset of a campaign to create a strong, positive vision that reaches across cultures.

Evolution has been recognized by Servicios de La Raza and the Denver Public Schools Multicultural Services Office with awards for our community service. Our Principals and Directors are engaged with the community, sitting on boards including the Denver Latino Commission, Every Child Pediatrics, Aurora Community Center, Servicios de La Raza, and the Colorado Statewide Latino Forum.

Evolution Principal Anne Smith served as Business Development Director for Entravision’s Spanish language suite of radio and television stations for three years, giving her a crucial understanding of the Latino media market in Colorado. In 2013, Anne was appointed to Mayor Michael Hancock’s Denver Latino Commission to advise their team on communications, and currently serves as Secretary. Anne was also recently appointed to two Latino-serving boards: Servicios de La Raza’s Board of Directors, and the Colorado Statewide Latino Forum.

Evolution has worked with multicultural teams to execute high profile, award-winning Hispanic marketing projects, including “Encrucijada: Sin Salud No Hay Nada,” a Spanish language telenovela series, and “Adelante con la Salud: Latino Health Care Engagement Project,” a 2013 mass media campaign to educate Latinos about new benefits available under the Affordable Care Act.

In addition, our team has experience developing culturally competent outreach to African Americans, seniors, parents, youths, and Asian Pacific Islanders. Evolution has also been the Hispanic advertising agency of record for Connect for Health Colorado (C4HCO), the state-based health insurance marketplace, since 2013.

Case Study: Connect for Health Colorado

In 2014, Connect for Health Colorado, Colorado’s state-based health insurance marketplace, was in search of a compelling real-life testimonial that would resonate with Latinos, so they called on Evolution to make it happen. We quickly identified a spokesperson who could communicate the importance of having health insurance in a Public Service Announcement (PSA) that would be developed in English and Spanish.

Evolution worked with strategic partner Servicios de La Raza to identify the Montez Family. While interviewing Mr. Joaquin Montez, our team learned he had already used his health insurance to visit a doctor and was diagnosed with Type 2 diabetes. The diagnosis was a wake-up call for the young father of three, who hadn’t seen a doctor in years because the family was uninsured. Joaquin and his wife Rosalie both worked full-time jobs where employer-based coverage was not available. The family relied on costly urgent care clinics, and only when absolutely necessary.

In Colorado and nationally, Latinos have a disproportionately higher rate of Type 2 diabetes, and are more likely to work in jobs that don’t offer health insurance as a benefit. Both factors add to health disparities in the Latino community.

Because of our experience working with both English- and Spanish-speaking audiences, we knew that a young father with a blue-collar job (who loves to work on his car) would be a relatable figure for our target population. The commercials were filmed at the family home and were unscripted to capture Mr. Montez’s own words.

The resulting PSAs were featured in a statewide mass media buy and went on to win a Bronze Leaf Award at the 2014 Colorado Healthcare Communicators Awards Ceremony.